Ted Rubin’s Return on Relationship: Building Authentic Connections for Business Success

Imagine turning every handshake, email, and casual conversation into a lasting connection that enhances both your personal and professional success. Ted Rubin, an author, speaker, seasoned Chief Marketing Officer (CMO), and influential thought leader, champions this approach, believing that meaningful interactions are the cornerstone of success. I recently had the opportunity to chat with Ted. In this blog, we’ll explore Ted's expert advice on building authentic relationships, creating emotional connections, and crafting a reputation that outshines any brand. 

Why relationships are the foundation of success 

Relationships are at the core of both personal and professional success, according to Ted. "Relationships are like muscle tissue—the more you engage them, the stronger, more valuable they become," he says. By focusing on genuine connections, you can build a network that supports and propels your career forward. Ted warns that neglecting relationships is a critical error, as they form the foundation for trust, collaboration, and long-term success. 

With the exponential increase in daily interactions due to digital platforms, Ted's concept of Return on Relationship (ROR) remains a constant. ROR focuses on the long-term value of connections over immediate financial gains. By prioritizing relationships, businesses can achieve sustainable growth and cultivate a loyal customer base. Unlike the traditional Return on Investment (ROI), which centers on direct financial returns, ROR emphasizes the cumulative benefits of building strong, genuine connections with people. “I like to say that a network gives you reach, but a community gives you power,” he says.

Inspired by Dale Carnegie's timeless principles in the book "How to Win Friends and Influence People," Ted highlights the importance of personalization, particularly using people's names in communication. "Calling people by their names…there's no word in any language that's more beautiful to each of our own ears than the sound of our own name," he shares. This simple act can make interactions more personal and memorable. Ted makes it a point to use the person's name in initial communications, reinforcing the personal connection and showing genuine interest. This practice helps build rapport and trust, paving the way for stronger relationships.

Brand vs. reputation

Ted offers a compelling distinction between a brand and a reputation, saying, "A brand is what a business does. A reputation is what people remember and share." While branding involves outward expressions of your business, your reputation is shaped by your actions, interactions, and relationships.

He believes a strong reputation can outweigh even the most well-crafted brand. "Your reputation is what stays with you through the ups and downs and through every business or every recreation that we do," Ted says. A reputation built on trust, reliability, and positive interactions fosters loyalty and can lead to organic growth through word-of-mouth recommendations.

Balancing relationship building with business growth

Navigating the balance between building relationships and growing your business can be challenging. Ted emphasizes that setting aside dedicated time for relationships is crucial in today's fast-paced world. He uses social media to stay connected with a broader audience and finds creative ways to make time for calls, such as during road trips. "I put it online: 'Hey guys, I'm going to be on the road for nine hours tomorrow. Feel free to call,'" he says, keeping communication lines open and active.

In this competitive market, the key to building meaningful relationships lies in going the extra step. Ted highlights the importance of thorough preparation and personalization in every interaction. This means taking the time to save important details about your contacts in your phone, making an effort to truly get to know them, and doing some research to enhance the quality of your engagement (more on that last part later). By organizing this information in a database, you ensure that nothing slips through the cracks, allowing for consistent and personalized follow-ups. While some professionals excel at this, others miss the mark by failing to invest the necessary effort. The trend is clear: those who take these extra steps stand out, fostering deeper connections and ultimately driving their business success.

Ted also points out that creating and sharing content is important for attracting new clients. Engaging thoughtfully with potential clients' posts and sharing valuable content can gradually build relationships leading to business opportunities. He mentions that sharing and commenting on others' content thoughtfully can capture their attention, but only if they find valuable information about you when they research you. Maintaining an up-to-date LinkedIn profile, website, or blog that showcases your accomplishments and services is essential. Ted's experience shows that while building a strong online presence takes time, consistent content creation and updates lead to significant visibility. 

What being a divorced dad taught Ted Rubin about relationships

The experience of being a divorced dad has shaped Ted’s perspective on building meaningful relationships. He believes in the importance of clear communication and setting communication expectations, principles valuable in both personal and professional contexts.

Ted’s daughters were just five and seven when he got divorced. "Speaking to them was really important to me," he recalls. As his daughters grew older and technology evolved, Ted adapted his communication methods. When texting became prevalent, he quickly realized its significance and even used Snapchat's early features to connect with one of his daughters when she wouldn't respond to texts.

These experiences stress the necessity of setting clear communication expectations and adapting to someone’s preferred communication method. In the business world, this translates to guiding how best to reach out and expecting others to respect those preferences. Ted says to manage communications effectively by being clear about preferred methods and staying on top of responses. He admits messages can slip through the cracks and encourages people to remind him if they don't hear back within 24 to 48 hours. To test commitment, Ted asks busy contacts to follow up after a set period. When someone reaches out on LinkedIn, he often redirects them to email for better tracking and management.

How to approach a connection when making a sale is a priority‍

When it comes to sales, Ted shares that being upfront about your needs can be surprisingly effective. “There's nothing wrong with saying, ‘I just met you at this chamber of commerce meeting or at the park with my kids,’” says Ted. “‘I would probably never try to sell you right away, but I just lost my biggest client and need some business. What I will promise you is I will over-deliver like you've never seen.’” This frank approach can build trust and show your commitment.

In today’s digital age, it's easier than ever to do thorough research. You can use tools like LinkedIn to gather information about potential clients before meetings. Knowing details such as how long someone has been with a company can significantly enhance your engagement. Ted also suggests the importance of emotional connection by noting personal details to build rapport. This approach goes beyond the immediate goal of making a sale and fosters a deeper, more sustainable relationship. 

Why Gmail is still a game changer

Gmail might seem like just another email service, but Ted values it as a powerhouse for business, and its efficiency in helps him stay on top of tasks. "It's where I save everything. It's where I ask everybody to reach out to me because once every couple of days, I go back through my emails. I look at what I haven't followed up on," he explains.

Ted uses Gmail not just for communication, but as a central hub for organizing thoughts and tasks. Instead of relying solely on a calendar, he keeps important emails marked as unread and categorizes them into files for easy reference. "When I need a blog post, I go to my blog post file and I've got 50 ideas there. Some of them I just wrote the other day on something that I put in there four years ago," Ted notes.

Additionally, Ted uses Gmail for storing valuable content, including quotes and comments. He maintains a repository of his favorite quotes on Goodreads and revisits old writings for inspiration. This habit helps him provide quick, thoughtful responses to requests for quotes or written pieces.

How to get in touch with Ted Rubin‍

To get in touch with Ted, you can Google him or visit his LinkedIn profile and/or Facebook page, both of which include his contact information. He’s known for his accessibility and responsiveness; he often shares his phone number during speaking engagements and enjoys the immediate interactions that follow. Whether you reach out via email or phone, Ted is committed to answering and connecting with his audience.‍

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